The Effect of Consumers’ Attitude towards Permission Based Mobile Advertising on Purchase Intention: A Field Study in Konya, Turkey Resul Öztürk Nevehir University Mehtap Öztürk Selçuk University ABSTRACT The European Union approved a new directive (Directive/58/EC) which established standards for the processing of personal data and the protection of privacy in the electronic communications sector (European Union, 2002). This study has implications for privacy regulation currently being considered in Turkey and the implementation of the opt-in policy stipulated by the European Union Data Privacy Directive. This study aims to find out possible relationship between the consumers’ attitude towards mobile advertising and their intention to purchase. The data used in the study was obtained via questionnaire method. This regard a field study has been conducted over the consumer in the province of Konya. The findings of study revealed a positive and statistically significant relationship between consumers’ attitude towards mobile advertising and intention to purchase. Besides this it was found out that there is a positive and statistically significant relationship between permission marketing and intention to purchase. Furthermore, the findings of the study revealed a positive and statistically significant relationship between permission marketing and consumers’ attitude towards mobile advertising. Keywords: Mobile Advertising,Permission Marketing, Intention to Purchase. JEL Classification: M310,M370.